Electronic customer relationship management and brand personality on customer satisfaction
Journal Title: Scholars Journal of Economics, Business and Management - Year 2016, Vol 3, Issue 1
Abstract
Marketing is at a stage in its evolution that other organizations not only do not think of finding new customers, but also nowadays, one of the most important goals of marketing is demand management in the ladder of satisfying customers by pushing customers to keep customers satisfied. This study aimed at investigating the relationship between relationship management with the electronic customer and brand personality and customer satisfaction conducted in Parsian Bank of Ardabil. The nature of the study is an applied research and analysis of data is correlation. The population of the bank's customers sample was 385 people. The data collected from the questionnaire is based on the principles of e-CRM and customer satisfaction and its validity and reliability have been confirmed by scientific methods. 89/0 reliability with Cronbach's alpha is approved. The results of this study show that understanding customer needs, information availability, dependability and customer satisfaction, service quality and brand personality has a direct and significant relationship with Parsian Bank customer satisfaction. Keywords: brand personality, customer satisfaction, loyalty, customer relationship management, electronic
Authors and Affiliations
Asadallah Dolatkhah, Mehrdad Bagbani, Ahmad Behroo, Maryam Amiri
Keywords
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